Interactive videos are beginning to gather a real fanbase amongst video experts across the world.

What? Why? How? We’d have those questions too if we were you.

Luckily, we are said experts, so we’re well placed to answer each and every one of them. Shall we begin?

What are interactive videos?

The type of marketing videos you’re probably used to are what’s known as ‘linear’. This just means that the video follows a set narrative and the same content is presented every time you click play. Your options from there remain pretty limited. You can either pause, rewind or fast forward. Simple.

But as it turns out, not as fun as the new kid on the block.

Interactive video gives you much more autonomy over what you are watching. Your viewers are able to engage with the video itself, not just set controls. The actions are much in the same vein as how you would navigate a webpage or a videogame; think dragging, scrolling, hovering, clicking and gesturing amongst others.

Is interactive video the future?

We’ve seen interactive sequences before in choose-your-own-path story books (who remembers Goosebumps?), but video looks set to completely overtake what was left of this medium.

Do you remember the Bandersnatch episode of Black Mirror produced in conjunction with Netflix? That was one of the most high-profile recent explorations of interactive video and is a good starting point for anyone who wants to see interactivity well-woven into video content.

There have been lots of others before and since. Here’s a small list for reference:

Mango

Hungerlust

Jaguar

Underarmour

There’s a reason why huge brands are exploring interactive videos. That’s because they are the future. Here are some of the benefits your brand can gain from implementing interactive video content in your marketing strategy.

1. Trackable

Every choice in an interactive video is completely trackable. This data can prove to be invaluable to you and your team.

Being able to see your user’s behaviour in depth allows you to better target them with additional marketing such as bespoke emails, Facebook ads or simple Google placements.

The potential of this feature cannot be overstated.

2. Complete immersion

It should go without saying, but we’ll say it anyway – an interactive video offers the ultimate immersion experience for viewers.

A consumer cannot idly let an interactive video pass them by – it simply won’t work. They need to engage with it and give it their full attention. They will remember your video with more clarity and the longer that content stays with a consumer, the higher the chance that they will become a paying customer.

3. Better conversion rate

A more engaged user has an increased chance of becoming a paying customer. The high level of personalisation during an interactive video experience has been shown to boost conversion rates which is a win win for everyone – your profits are increased and your customer actively enjoys the process.

Wave goodbye to buyer’s remorse.

How to utilise interactive videos for your business

There are so many options for giving viewers the most personalised, engrossing experience possible with your content.

Here are some of the main ways to build a highly individualised video:

– Clickable hotspots

– Quizzes

– Customised content, bespoke to their choices

– 360 viewing (great for cars and properties)

– Custom data entry (name, age, etc)

These all help to take the user on a journey that resonates with them and that ultimately widens your profit margins with integrated advertising/awareness objectives.

It’s clear that interactive videos are here to stay.

What might not be so clear to you right now though, are your next steps. We’ve given you the rundown, but how do you put what you’ve learnt into action?If you’re struggling to see the forest for the trees, drop Dragonfly a line here and we can help you to create industry-leading interactive content.

Author Dan Walsh

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